Changhong Unveils Strategic Partnership with Grundig

Changhong, a Chinese home appliance leader, has formed a strategic alliance with European brand Grundig. This agreement allows Changhong to obtain brand licensing for Grundig across core product categories and markets. Changhong will manage Grundig's international operations, marking a pivotal point in its global strategy.

This cooperation encompasses consumer electronics and large appliances, with operations in Europe, the Asia-Pacific region, the CIS, and China. Changhong, leveraging its industrial capabilities, will handle the complete value chain for Grundig, from product development to customer service, applying localized strategies.

Changhong's experience in smart appliances and its overseas business reach, including manufacturing bases in the Czech Republic, Indonesia, and Vietnam, support this venture. Together with Grundig's European heritage, these efforts aim to enhance market presence and competitiveness globally.